Sales Management: Principles, Structures, and Strategies

This report explores the key principles of sales management, types of sales structures, and strategies for successful selling in the hospitality industry. It discusses the importance of sales-oriented staff and different communication channels. The report also highlights the benefits of sales structure and its incorporation with organization sales strategies. The case study focuses on TUI, a well-known tourism services company operating in over 180 destinations worldwide.

SALES MANAGEMENT

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Sales management principle and their evaluation..................................................................3
Types of sales structure..........................................................................................................4
Benefits of sales structure.......................................................................................................4
Importance of sales oriented staff and types of communication channel...............................5
Key principles and techniques for successful selling and how they contribute to building and
managing guest relationships in application to specific hospitality organisation..................6
Importance of sales strategies to work in profitable manner and its incorporation with
organisation sales structure.....................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The term sales management is defined as the combination of two different words which
undertakes sale and management. Sale refers to art of planning action which encourage
individual to purchase the product or service. Management refers to arrange all action and
activities for completion of organisational project. Selling is the process of assisting and
persuading prospective customers for buying organisational commodity (Agnihotri and et. al.,
2016). This report is written from perspective of TUI which is well-known among all world for
tourism services and currently organisation is performing business from more than 180 different
destinations. The existing report highlights on key principle of sales management and benefits of
sales structure to perform operations in hospitality industry. In the last, importance of sales
oriented staff and use of various distribution channel will include in this report.
TASK
Sales management principle and their evaluation
The term sales management is defined as coordination and control between workforce and
resources to enhance sales of company products and services. Some principles that are
implemented by management of TUI to increase company sales are mention as follow:
 Goal oriented- Sales manager of TUI is responsible for formulation of organisational
sales targets and make focus on workforce efforts to accomplish company goals. With
the principle of goal orientation TUI management engage all employees for increasing
sales of company services. Moreover, profits of the organisation are also increased after
implementing right sales targets as it increase sales of company.

 Manage by objective- MBO is another principle that is used by management for
completing their work with deciding right step (Cuevas, 2018). This also refers with use
of management by objective principle TUI sales department focuses on completing their
task in an organised manner. Training is an effective method for TUI to boost sales
services which is improving company sale process.
 Communication- This is defined by organisation management is implementing right
techniques with help of communication. The major technique for organisation relates
with communication which leads to perform company task with desired approach. TUI
implemented communication among all departments so it is easy for management to
engage right information for each task. This defines company also increase its value in
managing work by operating and completing its operations in an appropriate manner to
gain desired results.
With the evaluation of sales principle it is identified by management that regular interaction
between company and sales department leads organisation to control all operations as per
company sales (Goebel, Deeter-Schmelz and Kennedy, 2013). Further, with adopting sales
principle it is easy for management to improve sales of TUI services and both principles
generates positive point as TUI improve its position in market.
Types of sales structure
In context of service industry it is identified by management of TUI to adopt right and
effective sales structure for sales company services. Some effective sales structure implemented
by respective organisation is mention as follow:
 The island model- With implement of Island model structure an organisation perform
their work with support of traditional method. This also refers that sell environment is
implemented by organisation which generate responsible sale environment in internal
company premises.
 Line structure- With adoption of assembly line sale structure an organisation generates
industrial revolution in the company. Moreover, it is a famous T structure that is used
for enhancing production process and it also results TUI employee’s sales more number
of products to reduce products from company warehouse.

Benefits of sales structure
There are various benefit relates with sales structure of organisation that is used by
management to boost services. It refers there are different task performed by sales structure
which is leading organisation to sale TUI service such as Island sale structure results for
improving company sales by understanding business from one to one basis. It results company is
able to monitor work with regular basis and it also modify company products to perform as per
market requirements (Homburg, Schäfer and Schneider, 2012). On the other side, benefit from
the assembly line structure leads organisation to complete work with use of information. In the
context of TUI, line structure is used by management for reducing organisation problems and
challenge so company is able to accomplish decided sale targets.
Importance of sales oriented staff and types of communication channel
According to the present environment marketing plays an important role for organisation but
due to intense competition in the hospitality industry TUI must recruit sales staff to complete all
work in an organised manner. Some importance of the Sales oriented staff is mention as below:
 Business growth- Sales individuals that are working for TUI helps management to work
with potential market conditions. This refers existing market is too dynamic for
management but sales workforce motivate individuals to work with business targets
(Malek, Sarin and Jaworski, 2018). Moreover, sales department also attract individuals
by presenting effective offers that increase creditability for TUI.
 To enter into new market- Sales individuals are talented and aid an organisation for
completion of all work and operations into new market. This also refers if TUI is
planning to enter into new market than it is mandatory for organisation to recruit sale
individuals because they positive aggressive behaviour to market company services in
order to boost TUI sales.
Types of channel distribution
Hospitality industry is performing their work at global level which is used by
management for completing their work to enhance company sales. TUI adopts social media and
marketing campaign with offline methods. TUI channel distribution is mention as follow:
 Use of social media- In the present scenario, almost each company is performing their
work at online platforms. Similarly, buyers are also active on social media for buying
products from their convenient place. TUI is more focused to promote company products

at social media because it is leading organisation to attract more number of potential
customers with low investment cost.
 Marketing campaign- Market is a place where buyer and company interact with each
other and it is used by TUI to enhance sales of organisation products (Razmochaeva,
Klionskiy and Chernokulsky, 2018). This also identifies traditional persons are more
focused on marketing campaign. Moreover, marketing campaign also leads organisation
to promote its services among international market.
Key principles and techniques for successful selling and how they contribute to building and
managing guest relationships in application to specific hospitality organisation
Hospitality industry is performing and offering their services among all global market and it
also leads company for managing its services in the commercial form. TUI adopt different
principle that is also leading management to work with right techniques because it boost
company service and select right techniques for managing better relations with guest or visitor.
• Get better at listening-The vast majority of the business singular commit error of surplus
chatting with prospect or clients. So to expand deal the main positive viewpoint for association is
to grow better listening expertise it results that all people talk about items yet TUI delegate role
to employees for listening client prerequisites and afterward characterize advantages of their
administration as indicated by client necessity (Syam and Sharma, 2018). In addition, by making
two way cooperation association is additionally ready to figure better relationship with clients.
Model Client's need are satisfied by tuning in there prerequisites and afterward TUI make plans
for offering support according to client want.
• To include more worth- With including more value an incentive in the association items
fulfil all needs of people. In the current situation, TUI is engaged to offer their administrations
that are progressively viable and drives organization to sell them by coordinating organization
administrations with current market patterns model. As per present market situation, the travel
industry is playing out their business with worldwide methodology. So it is utilized by the
executives to work with including wow factor through which clients feel increasingly fulfilled
through giving right worth items. Further, TUI also involve stakeholder to improve company
products value such as if transport facility to reach at hotel is organised than customers also feel
comfort in internal premises of hotel.

• Know and mindful about subject- One of the most significant angle that is connected with
business prompts produce better outcomes if the deal individual knows about the subject. From
the viewpoint of TUI administrator arranged effective seminars that helps all individual or
people to drive workers for fulfilling consumer each or singular need and needs (Wang and
Miao, 2015). Alongside this it is additionally distinguished that through collaborating with
industry proficient. With producing better connection among people and pioneers it is anything
but difficult to share or move all data. The primary intention to upgrade information about
subject is to create positive and better relations with people so customers are totally satisfied
with company services.
Importance of sales strategies to work in profitable manner and its incorporation with
organisation sales structure
By adopting an effective sale strategy it is easy for TUI to increase their profits. Sales
strategy is developed by organisation for completing their work with motive of accomplishing its
sales targets. TUI is performing their operations at different locations and it is also analyse that
company is boosting sales with motive of increasing profits. Moreover, it is also mandatory for
respective organisation to boost their sales because the competition among hospitality industry is
too competitive. Therefore, sales strategy is leading business houses for improving their services
and some strategy formulated by TUI is mention as follow:
 Group sales strategy- The group sale strategy is implemented by business to manage
and complete their task by traditional sales methods which are implemented by
organisation in its initial period. This also refers sales strategy of TUI is leading
management to complete their work at local level but selected business is operating
their functions at international level. So business of TUI is focused to formulate
strategy and match with company sales structure it refers that both organisation aspect
work to manage work in the group form. Moreover, account management manage and
monitor overall organisational sales so with group sales strategy individuals complete
all project in an accurate manner.
 Direct sales strategy- By implementing direct sale strategy in organisation sales
department is able to ensure more number of profits. This refers company is managing
with right techniques and sales structure along with this most of the traditional
companies is performing their work with direct sales strategy. In context of TUI sales

structure and sales strategy both are working with motive of enhancing company
profits. TUI easily implement direct sales strategy at local level but beyond local
market social and digital platforms leads organisation to implement direct sale strategy.
So customers attracted and interact by company directly and this also leads
organisation to work with online system.
With the above mention strategy and sales structure organisation is able to complete their work
in an appropriate manner. This refers by performing business according decided basis it is easy
to obtain better position in market. Most of the organisations are performing their work on
geographic basis and it is also increasing company value. TUI also develops its strategy with
geographic conditions and employee’s local individuals for performing organisational work as
per favourable structure. Further, the reason to develop structure and strategy as per geographical
area is to compete with local hospitality business.
CONCLUSION
In the last, by analysing all the above report it is concluded that strategy perform an
essential role for increasing company profits and by relating company strategy with decided
structure it is easy for organisation for attaining accurate results with support of account
management. Along with this sale is an important factor that leads each organisation for
increasing company profits by accomplishing targets as per top management and the evaluation
of organisation also leading company to work with consumer behaviour. Sales structure also
performs an important role in the organisation that is used by management to work with better
hospitality techniques. Techniques and principle for organisation related with company sales it is
used by management to make better relation with visitor and guest.

REFERENCES
Books and Journals
Agnihotri, R. and et. al., 2016. Social media: Influencing customer satisfaction in B2B
sales. Industrial Marketing Management. 53, pp.172-180.
Cuevas, J. M., 2018. The transformation of professional selling: Implications for leading the
modern sales organization. Industrial Marketing Management, 69, pp.198-208.
Goebel, D. J., Deeter-Schmelz, D. R. and Kennedy, K. N., 2013. Effective Sales Management:
What Do Sales People Think?. Journal of Marketing Development and Competitiveness.
7(2). pp.11-22.
Homburg, C., Schäfer, H. and Schneider, J., 2012. Sales excellence: systematic sales
management. Springer Science & Business Media.
Malek, S. L., Sarin, S. and Jaworski, B. J., 2018. Sales management control systems: review,
synthesis, and directions for future exploration. Journal of Personal Selling & Sales
Management. 38(1). pp.30-55.
Razmochaeva, N. V., Klionskiy, D. M. and Chernokulsky, V. V., 2018, September. The
Investigation of Machine Learning Methods in the Problem of Automation of the Sales
Management Business-process. In 2018 IEEE International Conference" Quality
Management, Transport and Information Security, Information
Technologies"(IT&QM&IS) (pp. 376-381). IEEE.
Syam, N. and Sharma, A., 2018. Waiting for a sales renaissance in the fourth industrial
revolution: Machine learning and artificial intelligence in sales research and
practice. Industrial Marketing Management, 69, pp.135-146.
Wang, G. and Miao, C. F., 2015. Effects of sales force market orientation on creativity,
innovation implementation, and sales performance. Journal of Business Research. 68(11).
pp.2374-2382.